ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry RetailColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting
In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
August is an in-between month.
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Related stories will be right here …
Vacations are winding down. Kids are heading back to school. College students are packing up to move to campus. Working professionals are bracing for the fourth-quarter push at their companies.
It's the month that marks one of the most dramatic shifts of the year.
But, while many jewelers write off this time of year as “slow,” there’s a golden opportunity hiding in plain sight.
Some of your most valuable customers are buying for someone they know better than anyone else—themselves. And, August is the perfect time to target these self-gifting purchases.
Summer is winding down and the days are getting shorter. Routines are returning. And after months of focusing on everyone else, people are ready to put themselves back on the priority list.
For college students, it’s a chance to show off a new look on campus. For you and your co-workers, it's an opportunity to get noticed at the office. For busy moms, it’s finally a moment of peace when they get their time back during the day for themselves.
Here’s how you make August count and make the "slowest" time of the year your busiest one yet!
First, get your sales and marketing team aligned with your new strategy. Train them to recognize when a customer is shopping for themselves either online or at your store. It’s often subtle.
A passing comment like, “This would look great on me,” or “I’ve been eyeing this piece,” or “I love this style,” is your cue.
Lean in. Ask them why. Encourage them to talk, then listen. Let them know they deserve it.
That little emotional nudge can be enough for them to talk themselves into the sale. Your best salesperson could be your own customer.
Next, shift the story you’re telling across all your digital marketing.
Don’t let your homepage sit static. Update your messaging with something seasonal and fresh such as a banner that says: “Back to School, Back to Style,” “Turn Heads at the Office,” or even something as direct as “Go Ahead, Reward Yourself.”
On your website, highlight pieces that are on-trend and in-style. You want jewelry that speaks to reinvention and personal expression. That's what this month is all about.
Think large hoops that elevate an outfit, a bold ring that marks a new start, or a pendant that feels like a personal mantra such as a zodiac sign, birthstone, evil eye, or other symbol.
You want your product pages to do more than just display the price and details. Show how that piece fits into someone’s life, not just their jewelry box.
Now, improve your email marketing. Don’t just blast your whole list with the same generic message. Segment your campaigns. Identify past customers who’ve purchased before. Talk to them directly.
Use powerful subject lines like: “Start the season with something just for you.” or "Go ahead, you deserve it.” Grab people’s attention via their inbox.
In all your emails, you want to curate collections that feel handpicked -- not cluttered. And always include a reason to act now: limited-time bonuses, a free gift with purchase, or lifetime free jewelry cleanings. Urgency sells. Act now.
For your social media, it should feel personal. Skip the stock images. Share quick videos of your staff talking about what they’ve gifted themselves and why. Post photos of real customers wearing your jewelry and how it made them feel. Tell personal stories and don't worry if it's not perfect. Authenticity sells.
Remind people that self-gifting isn’t selfish. It’s powerful. It’s energizing. It’s a reset. And, yes they deserve it. Everything you do in your digital marketing should be framed this way.
People crave rewards. Right now, your customer is waiting for a reason to buy from you. All you need to do is give them one.
You can turn a seasonal lull into your most surprising sales spike yet. August doesn’t have to be your slowest marketing month. It can be your smartest.
To learn more about Smart Age Solutions and its tools for jewelry marketing, visit its website or email at info@smartagesolutions.com.
Editors' Picks
Sponsored by
More on Columnists
The Latest
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
Weekly QuizMay 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
MajorsMay 06, 2026
Saks Global Begins Layoffs, Reorganization Plans Closer to ApprovalThe retailer will cut 16 percent of its corporate workforce as part of its plan to exit bankruptcy.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
